赋能与共益：社会工作介入对乡村电商社群可持续发展的影响机制研究

Empowerment and Mutual Benefit: A Study on the Impact Mechanism of Social Work Intervention on the Sustainable Development of Rural E-Commerce Communities

摘要: 随着数字乡村战略的深入推进，乡村电子商务已成为推动乡村振兴的重要引擎。然而，当前众多乡村电商社群在可持续发展上面临内生动力不足、社会资本薄弱、抗风险能力差、利益分配不均等深层挑战。传统的经济与技术扶持模式难以系统性地解决这些社会性、人文性问题。本研究创新性地引入社会工作“赋能”与“共益”两大核心理念，构建了一个“个体–关系–文化”三维度的理论分析框架，深入探讨社会工作介入对乡村电商社群可持续发展的影响机制。研究认为，社会工作通过“个体赋能”(提升数字素养、创业能力与主体性)、“关系建构”(培育社会资本、构建支持网络、促进协同治理)和“文化增能”(重塑社区文化认同、培育诚信与契约精神)三大路径，有效激发乡村电商社群的内生动力，优化其内部治理结构，并营造可持续发展的社区生态。最终，这些介入行动通过“共益”机制，即建立公平合理的利益共享与社区回馈模式，将经济成果转化为持久的社会效益，从而保障乡村电商社群的长期、稳定与包容性发展。本研究为破解乡村电商发展瓶颈提供了新的理论视角和实践路径，对丰富电子商务理论与实践、推动跨学科融合具有重要启示。

Abstract: With the deepening implementation of the digital rural strategy, rural e-commerce has become an important engine for promoting rural revitalization. However, many rural e-commerce communities currently face deep challenges such as insufficient internal driving force, weak social capital, poor risk resistance ability, and uneven benefit distribution. Traditional economic and technological support models are difficult to systematically solve these social and humanistic problems. This study innovatively introduces the two core concepts of “empowerment” and “co-benefit” from social work, and constructs a theoretical analysis framework of “individual-relationship-culture” in three dimensions to deeply explore the impact mechanism of social work intervention on the sustainable development of rural e-commerce communities. The study believes that social work, through three paths of “individual empowerment” (improving digital literacy, entrepreneurial ability and subjectivity), “relationship construction” (cultivating social capital, building support networks, promoting collaborative governance) and “cultural empowerment” (reshaping community cultural identity, cultivating integrity and contractual spirit), effectively stimulates the internal driving force of rural e-commerce communities, optimizes their internal governance structure, and creates a sustainable community ecosystem. Ultimately, these intervention actions, through the “co-benefit” mechanism, that is, establishing fair and reasonable benefit sharing and community feedback models, convert economic achievements into lasting social benefits, thereby ensuring the long-term, stable and inclusive development of rural e-commerce communities. This study provides a new theoretical perspective and practical path for solving the bottlenecks of rural e-commerce development, and has important implications for enriching e-commerce theory and practice and promoting interdisciplinary integration.